Elevating the Overstock Store Credit Card Experience
Increased clarity and trust around financial offerings
Brand Design
Overstock
3 months
E-commerce
Context
The Overstock Store Credit Card, issued by Comenity Capital Bank, needed a refreshed brand identity to boost consumer confidence and increase engagement. My goal was to modernize the visual design, improve information clarity, and strategically position financing options throughout the user journey. Through a comprehensive design audit, competitive analysis, and testing, I redefined how Overstock presents its credit offerings ensuring transparency, trust, and a frictionless user experience.
Stack
Market & Business Vision
The goal? Boost conversions by eliminating friction. By identifying pain points through data and user insights, we reshaped Overstock’s credit card experience with transparency and clarity turning hesitation into action and driving sign-ups with confidence.
Design Goals
Finance should feel empowering, not overwhelming. Using a strategic blend of brand, content, and UX design, we created a visually distinct, user-friendly identity that transforms financial jargon into an intuitive, trust-building experience.
User Insights & Behavioral Patterns
Users craved simplicity. We examined existing assets, leveraged Adobe Analytics data, and refined content and design to streamline the credit card journey. The result? A seamless experience where financial details are clear, benefits are engaging, and decisions feel effortless.
Artifacts
I took a data-driven approach to refining Overstock’s financing experience auditing primary and secondary touchpoints, analyzing high-converting elements, and studying competitors to uncover opportunities. By leveraging Adobe Analytics insights and color psychology testing, I optimized the design to drive trust, clarity, and conversions.
Deliverables
Designed promotional banners that reinforced trust and added financing CTAs to product display pages, product cards, and product bundle cards to provide users with opportunities to explore financing options.
Store card touchpoints
Store card black
Store card blue
Store card purple
Existing store card branding
Dynamic Bundle offers
Buy the look financing module
Embedded bundle checkout card
Financing-enabled bundle card
Alternative financing offers
Key Results & Takeaways
✔ Strategic UX design goes beyond visuals—Understanding user psychology and financial literacy played a crucial role in improving engagement.
✔ Data-driven decisions yield better results—Adobe Analytics guided our focus on high-impact touchpoints like bundle cards.
✔ Subtle financing messaging is just as critical as overt promotion—Secondary touchpoints proved to be key in encouraging sign-ups.
